Yes, search still works. But it doesn’t start from Google anymore.
Shoppers ask Alexa for product suggestions.
They scroll TikTok for #dupes.
They browse Amazon for lightning deals.
They talk to ChatGPT about “the best moisturizer for dry skin.”
Modern consumers are always in discovery mode but they’re not always typing in search terms. They’re exploring, comparing, and deciding in moments that happen outside the traditional search engine.
And for retail advertisers, this means your audience’s purchase intent is no longer limited to keyword-based queries.
It’s fragmented across platforms, shaped by mood, moment, and media. If your digital advertising strategy is still locked into keyword lists and legacy targeting models, you’re missing a huge chunk of real-time intent signals.
Why Keyword-Based Targeting Is Holding Retail Campaigns Back
For years, retail advertisers relied on a reliable formula: Search term → Ad → Click → Purchase
But that logic assumes your customer is walking a straight path. And in 2025, they’re not. Search has become fragmented.
Here’s the real journey:
- A shopper sees a creator review on TikTok
- Searches for similar products on Amazon
- Asks ChatGPT for comparisons
- Checks price drops in their favorite retail app
- Then buys—sometimes days later, from an entirely different source
No keywords. Just a trail of signals.
Traditional keyword targeting can’t track that journey. It doesn’t account for the scroll, the swipe, the wishlist save, or the product video watch.
And in retail advertising, missing these moments means losing sales to faster, smarter competitors.
Relying solely on keyword targeting in this environment results in wasted impressions, lower return on ad spend, and missed opportunities in emerging discovery channels like CTV and retail media. If your programmatic strategy is still keyword-first, you’re likely reaching yesterday’s intent signals while your audience has already moved on.
What Advertisers Need to Do Now
As consumer trends shift toward fragmented, fluid discovery journeys, advertisers need a full mindset reset—not just a media mix update.
1. Redefine Shopper Intent Beyond Search Terms
Traditional retail campaigns often hinge on keywords. Someone types “best moisturizer,” and your product ad shows up. But shoppers now express intent in less predictable, more behavior-led ways.
To reach shoppers earlier and more meaningfully, retailers must go beyond search-engine logic:
- Use behavioral data from browsing, video views, or social interactions to spot emerging interest
- Tap into commerce signals like add-to-cart, product saves, or price-watch alerts
- Leverage predictive intent from retail media networks like Amazon, Walmart Connect, or Instacart Ads, which can forecast purchase likelihood based on shopper behavior
Pro Tip: You’re no longer targeting what people say they’re looking for—you’re targeting what their behavior tells you they’re interested in.
2. Follow the Shopper into New Discovery Zones
Retail discovery doesn’t start with a search bar anymore. It happens when consumers watch a “Top 10 Kitchen Gadgets” video, scroll
Pinterest for outfit ideas, or see an unboxing reel from their favorite creator.
To align with today’s decision journey, retail advertisers must:
- Use CTV and video placements to tap into theme-based content like home improvement, beauty tutorials, or holiday prep
- Target based on contextual and social signals across Amazon, Pinterest, TikTok, and Instagram
- Experiment with programmatic audio where voice search, podcasts, and music playlists align with shopping moods and moments
Pro Tip: Don’t just ask “Where can I place my ad?” Ask “Where is my customer discovering what they want to buy?”
3. Rebuild Attribution for a Real-World Shopping Path
Shoppers rarely move in a straight line from ad to cart anymore. They bounce between CTV, social feeds, review sites, and marketplaces—sometimes over several days or devices.
Yet many retail brands still rely on last-click attribution, which undervalues the early, influence-heavy touchpoints.
Retail advertisers are now:
- Using cross-channel measurement to connect ad exposures across retail media, programmatic video, and paid social
- Tracking view-through and assisted conversions, especially from channels like CTV or influencer content
- Running incrementality tests to determine which platforms truly move the needle—even if they don’t lead directly to checkout
Pro Tip: Measure how attention and discovery drive purchases not just what got the final click.
Master Both Search and Discovery to Future-Proof Your Retail Strategy
Keywords still matter. But they’re no longer the whole story.
Today’s retail journeys are driven just as much by what shoppers stumble upon as what they actively search for. Discovery happens in moments of curiosity: scrolling Reels, watching CTV, browsing a product feed—not just typing into a search bar.
The most effective retail media strategies now combine both—meeting declared intent with keywords, while also capturing emerging interest through behavior, context, and content. Because in a world where the path to purchase is fluid, the brands that win aren’t just the ones who respond to demand. They’re the ones who create it.
